Copyright 2004 © Pearson Education Canada Inc Chapter 17 Designing and Managing Value Networks and Marketing Channels
Copyright 2004 © Pearson Education Canada Inc Establish channels for different target markets and aim for efficiency, control, and adaptability. Kotler on Marketing
Copyright 2004 © Pearson Education Canada Inc In this chapter, we focus on the following channel questions from the viewpoint of the manufacturers: –What is the value network and marketing channel system? –What work is performed by marketing channels? –What decisions do companies face in designing, managing, evaluating, and modifying their channels? –What trends are taking place in channel dynamics? –How can channel conflict be managed? Chapter Objectives
Copyright 2004 © Pearson Education Canada Inc What is a Value Network and Marketing- Channel System? Value Network Marketing channel
Copyright 2004 © Pearson Education Canada Inc Oracle’s home page
Copyright 2004 © Pearson Education Canada Inc What is a Value Network and Marketing- Channel System? “Go-to-market” or hybrid channels –IBM’s sales force sells to large accounts, outbound telemarketing sells to medium-sized accounts, direct mail sells to small accounts, retailers sell to still smaller accounts, and the Internet to sell specialty items –Charles Schwab enables its customers to do transactions in branch offices, over the phone, or via the Internet –Staples markets through traditional retail, direct-response Internet site, virtual malls, and 30,000 linked affiliated sites
Copyright 2004 © Pearson Education Canada Inc What is a Value Network and Marketing- Channel System? Channel integration characteristics: –Ability to order a product online, and pick it up at a convenient retail location –Ability to return an online-ordered product to a nearby store –Right to receive discounts based on total of online and off-line purchases
Copyright 2004 © Pearson Education Canada Inc What Work is Performed by Marketing Channels? Many producers lack the financial resources to carry out direct marketing In some cases direct marketing simply is not feasible Producers who do establish their own channels can often earn a greater return by increasing their investment in their main business.
Copyright 2004 © Pearson Education Canada Inc Figure 17.1: How a Distributor Effects an Economy of Effort
Copyright 2004 © Pearson Education Canada Inc As more retailers develop a web presence, they often move from a “brick-and-mortar” to a “click-and-mortar” business model where customers expect channel integration. Can you identify any potential problems for these companies? Can you identify any unique marketing opportunities that such a change would offer these companies?
Copyright 2004 © Pearson Education Canada Inc What Work is Performed by Marketing Channels? Channel Functions and Flows –Key functions include: Gather information about potential and current customers, competitors, and others Develop and disseminate persuasive communications to stimulate purchasing Reach agreements on price and other terms so that transfer of ownership or possession can be effected Place orders with manufacturers
Copyright 2004 © Pearson Education Canada Inc What Work is Performed by Marketing Channels? Acquire funds to finance inventories at different levels in the marketing channel Assume risk connected with carrying out channel work Provide for the successive storage and movement of physical products Provide for buyers’ payment of their bills through banks and other financial institutions Oversee actual transfer of ownership from one organization or person to another
Copyright 2004 © Pearson Education Canada Inc Figure 17.2: Five Marketing Flows in the Marketing Channel for Forklift Trucks
Copyright 2004 © Pearson Education Canada Inc What Work is Performed by Marketing Channels? –Forward flow –Backward flow
Copyright 2004 © Pearson Education Canada Inc What Work is Performed by Marketing Channels? Channel levels –Zero-level channel (a.k.a. direct-marketing channel) –One-level channel –Two-level channel –Three-level channel –Reverse-flow channel Service Sector Channels Information Highway Channels
Copyright 2004 © Pearson Education Canada Inc The advent of print media, the telephone, radio, television, and the Internet have all provided new ways for marketers to get their message to their intended audience. As various technologies advance, these information channels offer more precise delivery of a message. Can you identify an emerging information distribution channel?
Copyright 2004 © Pearson Education Canada Inc Channel-Design Decisions Push strategy Pull strategy –Designing a channel system involves four steps: Analyzing customer needs Establishing channel objectives Identifying major channel alternatives Evaluating major channel alternatives
Copyright 2004 © Pearson Education Canada Inc Channel-Design Decisions Analyze Customers’ Desired Service Output Levels –Lot size –Waiting time –Spatial convenience –Product variety –Service backup
Copyright 2004 © Pearson Education Canada Inc Channel-Design Decisions Establish Objectives and Constraints Identify Major Channel Alternatives –Types of Intermediaries –Number of Intermediaries Exclusive distribution –Exclusive dealing Selective distribution Intensive distribution
Copyright 2004 © Pearson Education Canada Inc Channel-Design Decisions –Terms and Responsibilities of Channel Members Price policy Conditions of sale Distributors’ territorial rights Evaluate the Major Alternatives –Economic Criteria
Copyright 2004 © Pearson Education Canada Inc Figure 17.4: The Value-Adds versus Costs of Different Channels
Copyright 2004 © Pearson Education Canada Inc Figure 17.5: Break- even Cost Chart Channel-Design Decisions Channel advantage –Control and Adaptive Criteria
Copyright 2004 © Pearson Education Canada Inc Channel-Management Decisions Selecting Channel Members Training Channel Members Motivating Channel Members –Producers can use: Coercive power Reward power Legitimate power Expert power Referent power
Copyright 2004 © Pearson Education Canada Inc Channel-Management Decisions Distribution programming –Distributor-relations planning Evaluating Channel Members Modifying Channel Arrangements
Copyright 2004 © Pearson Education Canada Inc Channel Dynamics Vertical Marketing Systems Conventional marketing channel Vertical marketing systems (VMS) –The New Competition in Retailing
Copyright 2004 © Pearson Education Canada Inc Channel Dynamics Horizontal Marketing Systems Multichannel Marketing Systems Planning Channel Architecture
Copyright 2004 © Pearson Education Canada Inc Channel Dynamics –Roles of Individual Firms Insiders Strivers Complementers Transients Outside innovators
Copyright 2004 © Pearson Education Canada Inc Channel Dynamics Conflict, Cooperation, and Competition –Types of Conflict and Competition Vertical channel conflict Horizontal channel conflict Multichannel conflict –Causes of Channel Conflict Goal incompatibility Unclear roles and rights –Differences in perception
Copyright 2004 © Pearson Education Canada Inc Channel Dynamics –By adding new channels, a company faces the possibility of channel conflict which may include: Conflict between the national account managers and field sales force Conflict between the field sales force and the telemarketers Conflict between the field sales force and the dealers
Copyright 2004 © Pearson Education Canada Inc Channel Dynamics Managing Channel Conflict Diplomacy Mediation Arbitration Legal and Ethical Issues in Channel Distribution Exclusive distribution Exclusive dealing Tying agreements